Just as a ‘Beamer’ won’t bring you much joy without its engine, so marketing won’t get you anywhere unless driven by customer insight
If marketing is an art form, retail is perhaps its most high-profile canvas. Retail marketers are constantly looking for new and exciting ways of attracting shoppers to their stores, and then persuading them to part with their cash. It’s also the benchmark for marketers in other sectors. Last year’s news that two more big retailers, Mothercare and Marks & Spencer, were closing large numbers of stores, having suffered poor performance in spite of their huge spend, says little in favour of marketing.Read more
Every business, no matter the market, needs clear brand positioning that differentiates it from the competition.
There’s a famous quote about advertising attributed to Lord Leverhulme, founder of the company that would eventually become Unilever. “I know that half the money I spend on advertising is waste. My problem is that I just don’t know which half.” As quotes go, it’s a gem – pithy, memorable, amusing and it reflects something that accountants “know” to be true about advertising. There is a delicious irony here, because there is no evidence that he actually said it. The same quote has been attributed to American retail titans JC Penney and John Wannamaker, and to Henry Ford – who probably never said about half the famous lines with which he is associated (including the one about faster horses).Read more →
Trade shows: an expensive waste of money or an unmissable opportunity to raise your company’s profile?
As every Star Wars’ fan knows, there is a scene about halfway through the original 1977 film, in which an Imperial Stormtrooper bumps his head on a doorframe. Director George Lucas either failed to notice it, or left it in the final film as a kind of in-joke. Whatever the truth, few viewers notice it first time around, but spot the blooper on repeat viewing. Fans of the space opera rejoice in celebrating minor characters and background details – but it’s not the background extras that make the big bucks.Read more →
If you believe all direct mail is junk mail, maybe it’s time to have a rethink?
The Ancient Egyptians are rightly revered for their wondrous feats of construction and engineering, from the Pyramids to the plough. But groundbreaking marketers? It’s not the first thing that comes to mind. However, a papyrus sheet recovered from Thebes, now on display in the British Museum, advertises the reward on offer for the return of a runaway slave. It is often described as the first piece of direct mail.Read more →
Companies that ignore good website design and SEO do so at their peril.
100 years ago one of the first fighter planes used by the new Royal Air Force was the legendary Sopwith Camel. It could climb at a rate of nearly six metres per second, was armed with machine guns and had a maximum speed of a little over 100mph. The Eurofighter Typhoon on the other hand, which is set to become today’s dominant RAF interceptor, can climb at around 315 metres per second, is armed with multiple guns, missiles and bombs and has a top speed of Mach 2.3.Read more →